Foot Locker Europe and the NBA have linked up to create a joint local basketball programme called ‘Raise The Game’ which supports community hoops in Barcelona, London, Milan and Paris.
The sports shoe retailer and the world-leading US basketball league have teamed up to support and grow basketball culture in Europe – where the sport is growing, but remains vastly less popular than it is in the USA – via an initiative which sets out to understand need and then provide the relevant tools, platforms and networks to grow the game for years to come.
Foot Locker and the NBA are focusing on elevating local basketball infrastructure in a set of key European cities via a programme that spans recruiting local talent and hoops organisations, investing in infrastructure and supporting associated basketball culture from visual artists to fashion designers.
The retailer and the league will also bring a series of events to each city offering training with the NBA coaching staff, as well as coaching and workshops.
It is also being showcased through co-branded marketing led by a video series running across Foot Locker Europe’s digital platforms.
The grassroots initiative, which is being developed in association with agency M&C Saatchi Talk, began in Paris with the flagship inauguration of the programme’s first renovated court in the ‘BaltiZone’ of Jemmapes. The court is located next to the Canal Saint-Martin and its renovation occurred in partnership with the artist and graphic designer Etienne Bardelli in a collaboration with upmarket fashion brand Hermes.
In parallel to the physical renovation, Foot Locker is sponsoring local teams to provide them with tools that increase their visibility and help them to be self-sufficient. This strand also started in the French capital when the shoe retailer partnered with Agnès Sylvestre, director of women’s basketball club Paris Basket 18 and created a film to celebrate the local culture of this sport both in Europe and around the world.
The project’s manifesto film – featuring Sevian, Etienne, Agnés, Hoopsfix, Basketball England and Kader Kam from Da Move Crew – went live on 24 September and the project is promoted through a set of supporting social content.
The project then moved to London and in the British capital Foot Locker partnered with one of the longest-running basketball clubs – the Brixton Topcats (a team founded by Jimmy Rogers) – which has a mission will be to provide the young community with a safe space and thus help them to develop in this area, on and off the field.
There is also a merchandising strategy alongside the renovation and team tie-ups and Topcats branded products are available at the Foot Locker Brixton store with the proceeds going to the club.
Current Brixton Topcats President Richard Thomas has commented that they are extremely proud to be collaborating with such an iconic brand to push the club beyond the limits of its own potential . In addition, he added that the association with
Foot Locker has also begun the renovation of the Clapham Common court in the heart of South London in a tie up with the national governing body for basketball in England – Basketball England.
The initiative will continue with the opening of renovated courts in Milan and Barcelona in 2021.
“As a brand, basketball has played and continues to play a critical role in who we are and what we stand for. Through our long-term partnership With the NBA, we have been able to bring basketball fans across Europe closer together,” explained Vice President and CEO of Foot Locker Europe Susie Kuhn. “The launch of our community program is our commitment to the game, culture and people who are committed to sports as a way to inspire and empower youth culture; and the next chapter in our journey to drive progress through the passion, discipline and mindset that basketball brings.”
“The NBA’s participation in this program that focuses on the redevelopment of the court, marks the next chapter that will allow us to further engage and support fans, giving local basketball communities a hub to come together and play a game,” added NBA EME Global Partnerships VP Vadana Balachanar.
Richard Thomas, chairman of Brixton Topcats, commented: “We are extremely proud to be collaborating with such an iconic brand to push the club beyond the limits of its own potential, providing a culture for basketball which extends to so much more for our young players within our club and community. Our partnership with Foot Locker is rooted in our joint passions and we look forward to creating elevated experiences and unique initiatives that celebrate the game of basketball and beyond for the young people in South London.”
Comment:
The launch of this program coincides with the 10th anniversary of the Foot Locker/NBA partnership in Europe which was created to bring basketball closer to European fans and which has brought the game to major cities – such as Barcelona, London, Madrid, Milan, Paris and Rome – through tournaments and the NBA Global Games awards.
This initiative follows hot on the heels of Foot Locker Europe’s summer ‘Shoes Don’t Change The World. You Do’ campaign created with Analogue Folk (see case study).
Links:
Foot Locker Europe
https://www.facebook.com/FootLockerEU/
https://twitter.com/footlockereu
https://www.youtube.com/user/footlockerEU
https://www.instagram.com/footlockereu/
NBA
https://www.youtube.com/nbaeurope
M&C Saatchi Talk
https://www.mcsaatchitalk.com/
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